As per the 2018 Edelman Trust Barometer, which measures the level of trust that the general population has on key businesses, compared to a mere crisis of trust in 2017, this year is witnessing a full-fledged battle for truth. Alarmingly, 52% of the world’s population distrusts business ventures, which is reflective of the fact that brands are having a hard time earning customer loyalty. It is important for brands to double as trusted sources of information for their target audience. A good digital marketing agency can help brands build trust in multifaceted ways, with the help of proactive marketing strategies that help secure and solidify trust among customers. Here are a few ways in which one can do so:
1. Starting With a Definite Value Proposition
A brand’s value proposition defines who they are and what they represent. The first step taken by marketing companies in Gurgaon to build brand trust is to chart out a profound, well-researched and easy-to-grasp value proposition – if not done right, it could damage brand image from the get-go. Primarily, trust has two components: competence and benevolence. While competence represents your brand’s ability to realise upon and deliver promises, benevolence translates to the motives that prove to be beneficial to consumers. Incorporate these elements into your value proposition, and optimise it according to the needs of your target audience.
2. A Nuanced Focus on Content
It is absolutely vital to create and promote relevant, high-quality content. However, very few businesses focus on using content to build trust. First and foremost, establish yourself as a thought leader and craft content that addresses your audience’s questions, concerns and grievances. After you establish yourself as an authentic and valuable resource, gently guide your audience towards availing your products and services. With genuine and educational content, you can build consumer trust in an effective manner. As per a survey, 65% of customers feel that a brand is trustworthy immediately after reading educational blog content. Good content also helps solidify your brand’s identity.
3. Social Proof and Reviews
Psychologist and social proof writer Rober Cialdini says: ‘we view a behaviour as more correct in a given situation to the degree that we see others performing it.’ Meaning, the more authentic something appears, the better it is perceived by people. Brands can use social proof with the help of authentic follower and subscriber counts, collecting reviews, testimonials, and user-generated content, or collaborating with an influencer. Start small, and build your brand up gradually. Attach surveys to customer emails or reach out to your loyal customers for testimonials.
4. Be Transparent and Deliver Your Promises
The bottom line is to deliver. Deliver the benefits incorporated into your value proposition. If you are promising weekly phone updates, be true to your word. No matter what you do, try not to come off as disingenuous – for instance, if you are marketing a product at a certain price, do not surprise your customer with hidden charges. If you make a mistake, it is best to own up to it and remedy the same. If you do so, your customers will respect your honesty and remain loyal towards your brand.
5. Embody Values That Set You Apart
In simple terms, forge your own path. Emulating a herd mentality might help you fit in, however, it leaves little to no space for experimentation and growth. Don’t be afraid to set a new trend or try something different – little efforts go a long way in building strong brand ambassadors.
Make building brand trust your number one priority, and witness the difference!